Overview: Mercury Insurance had an out-of-date website with a lack of targeting toward segmented audiences. As the first digital touchpoint with Mercury, it was essential for the website redesign to focus on: • Increasing conversion. • Delivering personalized content to the site visitor. • Engaging new users in insurance research. • Empowering existing customers with quick account access. • Optimizing the experience across devices. Role: I spearheaded all IA and UX on the project—user research and discovery, site architecture, wireframing, and design direction input. A competitive analysis was completed to determine the industry's best practices and expected functionality requirements. The site navigation was reimagined, and touch-friendly icons were introduced to optimize mobile impact. Responsive web and mobile designs were created with annotated wireframes to ensure a smooth development cycle. Outcome: An ordinarily dull experience was reimagined into a fresh, modern redesign, maximizing efficiency and impact. An organized, scalable template system and a component library were introduced to allow for future site evolution.